"Unfortunately, most salespeople are not taught to think of themselves as a helper. They are taught to think about their product, the what, with all its features and benefits, and the people, the who, as a set of demographics. But they’re missing the five W’s and two H’s—who, what, when, where, why, how, and how much. Salespeople have been trained to only focus on a small portion of the equation. In fact, it seems many salespeople are operating under the marketing framework"
Deixar isto cair bem fundo. Antes de apanhar com o resto:
"When brand equity became more valuable than cashflow, marketers took the lead. It’s a fundamental powershift that’s relegated salespeople to order takers, not helping to generate demand. Marketers are expected to create demand, and sales is to follow the leads generated. It’s a flawed approach that sets salespeople up to fail. Demand is only generated by a customer’s struggling moment. If there is no struggle, there is no demand.
...
It’s the lack of resources that’s turned traditional supply-side sales into an icky business. Salespeople are put under tremendous pressure, everything they do is viewed through the lens of the product and profit. The focus is on the “church of finance,” where cashflow is king and budget forecasting is center stage to keep banks and investors happy. When the “church of finance” is driving decisions, they’re not made in the customer’s best interest. As a result, salespeople end up promoting and creating endless ways in which to push people to buy their product or service before they’re ready. The reality is the push mentality does more harm than good—failed expectations and buyer’s remorse."
Trechos retirados de “Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress” de Bob Moesta.
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